McDonald's New Mobile Ordering Highlights a Commitment to Change

The fast-food giant is trying to improve customer service, and that is a good thing for investors.

Increased competition and pressures caused by across-the-board, dwindling sales have led many restaurant chains to rethink their businesses to keep consumers and investors happy.

Fast-food giant McDonald's (MCD) has been no different. The iconic, company has set in motion many major changes since March 2015 when British-born Steve Easterbrook became chief executive.

Last week, McDonald's announced another innovation -- mobile ordering -- that should give a nice boost to its business and stock. The various changes at the company are a reason for investors to consider buying shares.

Shares of McDonald's rose slightly in Friday trading.

The company's sales had been threatened by the rise of the fast-casual segment. This new style of restaurant features counter service similar to fast-food joints but with ingredients that are generally perceived by consumers as fresher and healthier.

Easterbrook's first big change was to incorporate an all-day breakfast menu. Since that success, he has embarked on several other endeavors to revamp the Golden Arches, including moving the company's headquarters from its longtime campus in a Chicago suburb to one of the city's most up-and-coming neighborhoods.